Role: Senior Copywriter
Toured Cities: Austin, Boston, Charlotte, Chicago, Dallas-Fort Worth, Denver, Detroit, Houston, Los Angeles, Miami, Nashville, New York, Philadelphia, Phoenix, San Antonio, San Diego, San Francisco, Washington DC.

The Problem:
Standard sampling programs follow a pretty stale formula. Same beer. Same t-shirt. Different bar. But this formula doesn’t drive engagement, brand love or authenticity. Modelo wanted to create a breakthrough experience that did just that. 

The Concept: Modelo Custom Shop
We brought a mobile studio to bars across the country, where local artists customized gear LIVE, with designs inspired by their city and story. Guests walked away with more than a sample, but one-of-one merch drops that gave them a taste of local culture. 

Results:
3 Consecutive Tours Over 3 Years | 18 Markets | 1900+ Events | 166K,000 Impressions | 127,000 Engagements | 90,000 Samples